I noticed this on my last Apple Store visit. It was nice to be able to pick up an iPhone and walk around with it, even stick it in my pocket to get a sense of the size difference between the iPhone 7 and iPhone 7 Plus.

I never felt watched, never got a sense of extra security around the iPhone table, though I can’t imagine there’s not some security measures in place to prevent wholesale shoplifting.

No matter, this was definitely an improved customer experience.